Founded by music artists Pwashington and MeanGirl in 2010, KILLTHEKING™ is a Men's & Women's apparel and accessories clothing line, and movement reminding people that everyone has a "king" to kill. The "KILLTHEKING™" campaign stems from the Underdog counterculture of hip hop, and skateboarding, but it has also taken cues from popular culture, commercial marketing and political messaging. The designers use the game of chess to submerge their ideology and iconography in self-motivated imagery. By hallmarking the term "life is chess, not checkers" the consumer becomes empowered to disrupt the field and surpass the hierarchy. By using the imperative "kill the king" they are urged as underdogs to never settle for anything less than the best.